The nature of business-to-business (B2B) buying is complicated. Purchase journeys are long and fluid, and the pressure on decision-makers can be immense. Within this very sophisticated landscape, what compels a potential client to choose your business over your competitors? We believe the answer is simple: human connections.

Even in today’s tech-driven world, people still buy from people. But more than that, people buy from people they like and trust.

Even in today’s tech-driven world, people still buy from people. But more than that, people buy from people they like and trust.

As human beings, our decisions are driven by culture and context.

That’s why, at Demographica, our goal is to discover what those motives are. We don’t just ask ourselves what someone is doing but why.

To achieve this, we employ a radical approach that focuses on anthropology–namely the study of people, societies, cultures and their development. Using social science as a fundamental part of our process means we can really get inside the minds of consumers, uncover deeper insights and make valuable, sometimes revolutionary observations that more traditional marketing research tools overlook.

We follow a pioneering, six-step strategic framework known as The Demographica Way with anthropology at the heart. We believe emotional differentiation is far more powerful than product differentiation and therefore always strive to create communication that carries resonance and sparks chemistry.

In our experience, building off an anthropologically-focused strategy leads to much more interesting and effective solutions. We are proud to be at the forefront of human-centric marketing in Africa and, through our innovative approach, continue to help our clients achieve the extraordinary.